Kargo CTV campaigns achieve 78% higher attention than industry standards

Kargo's Connected TV campaigns measured 78% more effective at keeping viewers engaged compared to industry benchmarks, according to new research from television measurement company TVision. The study, announced August 19, 2025, demonstrates the advertising technology platform's superior performance in capturing consumer attention through specialized creative formats and premium inventory.

The comprehensive analysis examined Kargo's CTV campaign performance across multiple duration formats. Fifteen-second advertisements delivered 50% higher eye-on-screen effectiveness than standard CTV benchmarks, while 30-second formats achieved 74% superior performance compared to industry standards. These results validate attention-based measurement approaches gaining prominence across the streaming advertising ecosystem.

Kargo's proprietary Enhanced Branded Canvas format showed particularly strong results in TVision's measurement analysis. The technology surrounds video content with dynamic brand imagery, creating immersive advertising experiences within Connected TV environments. Viewers demonstrated 7% longer attention time for 15-second Enhanced Branded Canvas advertisements compared to standard 15-second CTV benchmarks.

The attention capture duration proved even more significant across longer formats. Enhanced Branded Canvas advertisements retained viewer focus 55% longer than 15-second industry benchmarks, while 30-second implementations captured attention 76% longer than corresponding industry standards. Viewers allocated 25% additional attention time to 30-second Enhanced Branded Canvas formats compared to traditional 30-second CTV advertising.

These performance metrics reflect broader shifts in streaming advertising measurement methodologies. Traditional impression-based metrics increasingly give way to attention-focused analytics as marketers seek deeper engagement insights across fragmented viewing environments. Connected TV advertising budgets continue expanding rapidly, with industry projections showing CTV's media budget share doubling from 14% in 2023 to 28% in 2025.

"CTV has become a core channel for brand strategy, but attention is the new currency," states Alena Morris, Vice President of Product Marketing at Kargo. The executive emphasized creative quality's role beyond aesthetic considerations, positioning it as a fundamental performance driver. "Our Enhanced Branded Canvas proves that when you pair high-quality creative with premium environments, you get more than just reach, you get real, lasting attention that drives results."

TVision's measurement approach addresses fundamental challenges in streaming advertising analytics. The company's proprietary technology processes information including room presence, co-viewing patterns, and attention paid to specific television advertisements and content. Data collection operates through 100% opt-in methodologies while maintaining privacy-safe protocols throughout the measurement process.

Hassan Babajane, Chief Revenue Officer at TVision, expressed satisfaction with Kargo's performance results while noting the company's early adoption of advanced measurement technologies. "Kargo has been an early adopter of our always-on CTV Measurement Platform, which has proven that high engagement strategies deliver improved results for their customers," Babajane explained.

The study results follow Kargo's participation in TVision's Incremental Reach & Frequency beta program, an experimental solution combining attention measurement with reach and frequency analytics. The program quantifies incremental visible and attentive viewers achievable through specific CTV campaign strategies, providing granular insights into audience engagement patterns.

Kargo maintains exclusive focus on premium inventory across its media marketplace platform. The company's approach emphasizes memorable advertising experiences extending beyond initial impressions to sustain consumer attention throughout campaign lifecycles. This strategy supports leading brands in achieving incremental brand lift and improved returns on advertising investment across mobile, Connected TV, video, and social media channels.

Recent industry developments demonstrate increasing emphasis on attention-based measurement across streaming platforms. TVision's State of Streaming report revealed original content captures 8.5% more attention than library programming, while weekly release strategies outperform binge viewing by 11% in attention metrics. These findings support strategic campaign planning aligned with content release schedules and platform-specific engagement patterns.

The measurement company operates from New York City headquarters with offices in Boston and Tokyo, providing second-by-second, person-level data about television viewing patterns. Advertisers, agencies, networks, streaming content providers, measurement companies, and data platforms utilize TVision data for informed media decisions, performance measurement, content production guidance, and competitive benchmarking.

Kargo's technology platform serves both advertisers and publishers through proprietary optimization solutions. Publishers benefit from maximized revenue per impression through unique creative and targeting capabilities, while advertisers access full-funnel advertising solutions across premium supply sources. The company, founded in 2003, operates globally from New York headquarters with international office locations.

The attention measurement results align with broader streaming advertising evolution. Nielsen expanded CTV tracking capabilities across UK markets, while programmatic advertising investment reaches 72% of marketer plans for 2025. These developments reflect Connected TV's emergence as advertising's fastest-growing channel, with 56% of global marketers planning increased CTV spending in 2025.

Platform-specific attention measurement becomes increasingly critical as streaming consumption fragments across multiple services. Average American households accessed 4.2 streaming applications during Q2 2025, with YouTube leading time spent at 21% of total streaming consumption. This multi-platform landscape creates complex measurement challenges requiring sophisticated attention analytics for accurate campaign optimization.

The study demonstrates Kargo's technical capabilities in premium Connected TV advertising environments where success depends on audience attention capture rather than simple impression delivery. These results position the company advantageously within expanding CTV markets while validating Enhanced Branded Canvas effectiveness across diverse advertising objectives and campaign structures.

Measurement validation through third-party research supports advertiser confidence in attention-based optimization strategies. As streaming platforms continue displacing traditional television consumption, attention metrics provide actionable insights for campaign planning, creative development, and media buying strategies across the expanding streaming ecosystem.

The research findings contribute to ongoing industry discussions about optimal CTV advertising approaches. While traditional reach and frequency metrics remain important, attention-based measurements offer deeper insights into advertisement effectiveness and viewer engagement quality. This evolution supports more sophisticated campaign optimization aligned with streaming platform characteristics and audience behavior patterns.

Connected TV advertising continues experiencing rapid transformation as measurement technologies advance alongside viewing pattern shifts. Kargo's performance results within TVision's analysis provide empirical evidence supporting premium creative development and strategic inventory selection for maximizing audience attention across streaming environments.

Timeline

• February 2025: 72% of marketers plan to increase programmatic advertising investment, with CTV budget share projected to double
• June 2025: Nielsen launches CTV tracking within Ad Intel platform for comprehensive streaming measurement
• July 14, 2025: Nielsen expands CTV tracking to UK Ad Intel platform for September 2025 launch
• July 16, 2025: Wunderkind launches programmatic CTV pause ads with 79% cost reduction
• July 31, 2025: Kargo brings CTV Video and CTV Glass experiences to TiVo platforms
• August 12, 2025: TVision finds streaming attention differs by content type and release strategy
• August 14, 2025: Kargo wins CTV Innovation Award in 8th Annual MarTech Breakthrough Awards Program
• August 19, 2025: TVision study reveals Kargo's CTV campaigns achieve 78% higher attention than industry benchmarks

PPC Land explains

Connected TV (CTV): Connected TV refers to television content delivered through internet-connected devices including smart TVs, streaming sticks, and set-top boxes. This technology enables viewers to access streaming services like Netflix, Amazon Prime Video, and YouTube directly on their television screens. CTV has emerged as advertising's fastest-growing channel, with marketers increasingly shifting budgets from traditional linear television to streaming platforms that offer advanced targeting capabilities and measurable engagement metrics.

Attention Measurement: Attention measurement represents a sophisticated approach to analyzing viewer engagement that goes beyond traditional impression counting. This methodology tracks actual viewer focus, eye movement, and engagement duration rather than simply recording whether an advertisement was displayed. Companies like TVision utilize proprietary technology to measure second-by-second attention patterns, providing advertisers with deeper insights into campaign effectiveness and audience engagement quality across streaming platforms.

Enhanced Branded Canvas: Enhanced Branded Canvas constitutes Kargo's proprietary advertising format that surrounds video content with dynamic brand imagery and interactive elements. This technology creates immersive advertising experiences within Connected TV environments by transforming the traditional video advertisement into a comprehensive branded experience. The format blends seamlessly into user navigation while delivering attention-commanding moments that respect viewer flow and maximize advertising impact.

TVision: TVision operates as a leading television measurement company specializing in person-level data collection about viewing patterns and attention metrics. The company provides second-by-second analysis of who watches television content, what they watch, and how much attention they pay to both programming and advertisements. TVision's methodology combines panel-based research with advanced technology to deliver actionable insights for advertisers, agencies, networks, and streaming content providers seeking accurate audience measurement.

Streaming Platforms: Streaming platforms encompass digital services that deliver video content over the internet directly to viewers' devices without traditional broadcast or cable infrastructure. Major platforms include Netflix, Amazon Prime Video, Disney+, YouTube, and numerous others that have fundamentally transformed media consumption patterns. These platforms offer advertisers sophisticated targeting capabilities, real-time performance measurement, and access to engaged audiences who increasingly prefer on-demand content over scheduled television programming.

Premium Inventory: Premium inventory describes high-quality advertising placements within trusted, brand-safe environments that typically command higher pricing due to superior audience engagement and content quality. In Connected TV contexts, premium inventory includes placements on established streaming services, popular original programming, and professionally produced content that attracts engaged viewers. Advertisers value premium inventory for its ability to enhance brand perception while delivering measurable performance results.

Advertising Performance: Advertising performance encompasses comprehensive measurement of campaign effectiveness across multiple metrics including attention capture, engagement duration, brand awareness, and conversion rates. Modern performance measurement extends beyond traditional reach and frequency to include attention-based analytics, viewer behavior patterns, and cross-platform attribution. This evolution reflects advertisers' growing focus on engagement quality rather than simple exposure metrics in increasingly fragmented media environments.

Campaign Optimization: Campaign optimization involves systematic refinement of advertising strategies based on real-time performance data and audience insights. This process includes creative testing, audience targeting adjustments, placement optimization, and budget allocation modifications to maximize campaign effectiveness. In Connected TV advertising, optimization relies heavily on attention metrics, viewing completion rates, and engagement patterns to improve return on advertising investment across streaming platforms.

Programmatic Advertising: Programmatic advertising utilizes automated technology platforms to purchase and optimize digital advertising placements in real-time through algorithmic bidding systems. This approach enables precise audience targeting, efficient budget allocation, and data-driven campaign management across multiple channels and platforms. Programmatic buying has become increasingly important in Connected TV advertising, with 72% of marketers planning to increase programmatic investment in 2025.

Brand Strategy: Brand strategy encompasses comprehensive planning approaches that align advertising creative, media placement, and measurement objectives with long-term brand positioning goals. In Connected TV contexts, brand strategy focuses on creating memorable advertising experiences that build awareness, drive engagement, and establish emotional connections with target audiences. Effective brand strategy balances reach objectives with attention capture, ensuring advertising investments support both immediate performance and sustained brand building across streaming environments.

Summary

Who: Kargo, a leading creative optimization platform, partnered with TVision, a television measurement and audience attention data company, to conduct comprehensive analysis of CTV campaign performance.

What: A study revealing Kargo's CTV campaigns achieved 78% higher effectiveness at keeping viewers engaged compared to industry benchmarks, with Enhanced Branded Canvas format showing superior attention capture across 15-second and 30-second advertisements.

When: The study results were announced on August 19, 2025, following Kargo's early involvement in TVision's Incremental Reach & Frequency beta program and ongoing partnership with the measurement company.

Where: The research examined Connected TV campaign performance across streaming platforms, with TVision's measurement technology collecting data from viewers in premium CTV environments through opt-in, privacy-safe methodologies.

Why: The study addresses growing advertiser demand for attention-based measurement in Connected TV advertising as the channel becomes core to brand strategy, with industry projections showing CTV budget share doubling from 14% in 2023 to 28% in 2025.